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master's thesis
Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2024. urn:nbn:hr:131:078476
Kramar, Margareta
University of Zagreb
Faculty of Humanities and Social Sciences
Department of English language and literature

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Kramar, M. (2024). Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:078476

Kramar, Margareta. "Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:078476

Kramar, Margareta. "Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:078476

Kramar, M. (2024). 'Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:131:078476

Kramar M. Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2024 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:131:078476

M. Kramar, "Advertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:131:078476

Metadata
TitleAdvertising from the 1950s to the 1970s: Critical Analysis of Gender Roles in the United States
Title (croatian)Reklame od 1950-ih do 1970-ih: kritička analiza rodnih uloga u Sjedinjenim Američkim Državama
AuthorMargareta Kramar
MentorAnda Bukvić Pažin (mentor)
Committee memberIrena Zovko Dinković (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of English language and literature)
Zagreb
Defense date and country2024-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
This thesis provides a critical analysis of gender roles in U.S. advertising from the 1950s to the 1970s, a time characterized by shifts in societal values, technological advancements, and changing gender dynamics. By applying critical discourse analysis and multimodal analysis to selected video advertisements, the thesis reveals how advertisements reflected and reinforced traditional gender norms during the 1950s and 1960s while shifting to a more progressive representation of women in the 1970s. Through a detailed examination of the visual, auditory, and textual elements of advertisements, the thesis illustrates how advertising both influenced and reflected societal views on gender. It also explores the impact of the feminist movement, highlighting how the media both supports and challenges traditional gender roles. Ultimately, the analysis underscores the impact of advertising as a cultural artifact that provides important insights into the gender ideology of American society in the middle of the 20th century.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:131:078476
Study programmeTitle: English Language and Literature (double major); specializations in: Linguistics, Literature and Culture, Translation, TEFL
Course: Linguistics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-15 08:28:19